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Chapter 1 Social Big Data: an Overview and Applications Chapter 1 Social Big Data: An Overview and Applications Bilal Abu-Salih1, Pornpit Wongthongtham2 Dengya Zhu3 , Kit Yan Chan3 , Amit Rudra3 1The University of Jordan 2 The University of Western Australia 3 Curtin University Abstract : The emergence of online social media services has made a qualitative leap and brought profound changes to various aspects of human, cultural, intellectual, and social life. These significant Big data tributaries have further transformed the businesses processes by establishing convergent and transparent dialogues between businesses and their customers. Therefore, analysing the flow of social data content is necessary in order to enhance business practices, to augment brand awareness, to develop insights on target markets, to detect and identify positive and negative customer sentiments, etc., thereby achieving the hoped-for added value. This chapter presents an overview of Social Big Data term and definition. This chapter also lays the foundation for several applications and analytics that are broadly discussed in this book. Keywords: Social Big Data; Social Credibility; Domain Knowledge; Sentiment Analysis; Affective Design; Predictive Analytics; 1.1 Introduction The social media services, positioned on the throne of cyberspace, in their broad sense, cover an ample set of freely accessible electronic platforms that are built to encourage and simplify communication between people with similar interests by enabling interactive conversations and exchanging information regardless of physical location. Those virtual platforms are continuing to spread exponentially by providing social communication services to their affiliated members. The services offered by these sites have expanded, providing their consumers with extensive possibilities for exchanging information in the fields of education, health, culture, sports and other domains of knowledge [1, 2]. In modern business firms, social media services are incorporated as part of the infrastructure for a number of emerging applications such as personalized recommendation systems [3, 4], opinion analysis [5], expertise retrieval [6, 7], and computational advertising [8, 9]. In such applications, social data offers a plethora of benefits to enhance the decision making process. Business intelligence applications are more focused on structured data; however, in order to understand and analyse the social media data, there is a need to aggregate data from various sources and to present it in a plausible format. Hence, “many marketing researchers believe that social media analytics presents a unique opportunity for businesses to treat the market as a ‘conversation’ between businesses and customers” [10]. Social Big Data (SBD) [11] exhibit all the typical properties of big data: wide physical 2 distribution, diversity of formats, non-standard data models, independently- managed and heterogeneous semantics. In this context, social data analysis is an evolving task and join various disciplines such as social media analysis, semantic discovery, predictive analytics, sentiment analysis, affective design and big data computing [12-25]. For example, as the SBD are derived from a variety of sources, it is essential to measure the reputation of the source and provide flexibility to the analysts, so that the trust value of each source can be understood [26]. Another important reflection is the semantics of extracted textual data from which meaningful information can be derived. Also, developing opinion mining and sentiment analysis techniques to extract and summarise sentiment data effectively can assist to hear Voice of the Customer (VoC) [27] and Voice of the Market (VoM) [28] from social media. Last, but not least, the era of social big data has exposed several fertile resources to discover and collect large scale of big affective data. Therefore, the trusted and meaningful external data that cover the global environment, the VoM, and the VoC, can be collected and stored for further analysis. However, due to the massive amount of information produced by these platforms, in conjunction with the absence of a gatekeeper for those sites, it is difficult to verify the credibility of content and users. Therefore, the online social services are hijacked, and their valuable tools are used to spread chaos and misinformation. Hence, it is indispensable to have an accurate understanding of the contextual content of social users and their content, in order to establish a ground for measuring their social credibility consequently. Further, it is important to classify users and their content into appropriate categories prior to undertaking further business analytics. This chapter presents a brief introduction to this book; first, an overview of the notion of Social Big Data is given followed by introducing various types of social data services as well as the importance and challenges of the exponentially increasing social data. Second, an array of substantial applications in the era of social big dats is discussed, this includes (i) the motivation for an approach to address the social big data problem is particularised by demonstrating the importance of determining the domains of interest of users and their content which leads to improving the forecasting of their future interest(s). (ii) The significance of deriving knowledge and measuring the credibility of the content of the online social platforms are discussed. (iii) A discussion is given on how social big data can be used to perform affective design of new products, which satisfy the product affective needs and aesthetic appreciation of developing new products. 1.2 SBD: An Overview Since the advent and proliferation of Web 2.0, the role of web browsers has changed to enable users to send and receive content by means of several online tools that commenced with e-mail applications, chat, and chat forums that evolved into more recent and revolutionary electronic platforms such as social networks. These platforms provide an important means by which communities can grow and consolidate, allowing individuals or groups to share concepts and visions with 3 others. Moreover, in addition to playing an active and distinctive role as effective media of social interaction, these social networks allow users to become acquainted with and understand the cultures of different peoples [29]. This rapid growth of the provided online social services and the explosive evolution of social data have established new research venues and produced new dissimilar notions to help comprehending the social impact of such digital environment. Hence, Social Big Data (SBD) and Big Social Data (BSD) notions have manifested as a combination of two terms – social media and Big Data – and are used interchangeably -and in this book as well- in reference to the massive amount of user-generated content, mainly in the form of unstructured data such as posts, photos, audios, videos etc. 1.2.1 Definition of SBD There are few attempts to provide a formal definition to the term of SBD. This concept is defined by Bello-Orgaz et al. [11] as: “Those processes and methods that are designed to provide sensitive and relevant knowledge to any user or company from social media data sources when data sources can be characterised by their different formats and contents, their very large size, and the online or streamed generation of information.” Another attempt to provide a meta-level definition of the synthesized BSD concept is given by Olshannikova et al. [30] as: “Big Social Data is any high-volume, high-velocity, high-variety and/or highly semantic data that is generated from technology-mediated social interactions and actions in digital realm, and which can be collected and analyzed to model social interactions and behavior.” SBD was also identified as a resultant interdependence between the physical world and the social virtual world. Hence, Hiroshi Ishikawa [31] portrayed the SBD as a science of: “analyzing both physical real world data (heterogeneous data with implicit semantics such as science data, event data, and transportation data) and social data (social media data with explicit semantics) by relating them to each other”. We can draw from the above definitions that SBD can be characterized with the same commonly features used to describe the notion of Big data. SBD is related to Big data paradigm in essence that it requires the same technology and sophisticated tools to analyse it. Therefore, SBD is a primal Big data island provides a momentum dense of social data which require a deep scrutinising. 4 SBD is perceived as a combination of three interrelated aspects, namely contents generated from social media, infrastructure to handle the high volume and speed of the propagated contents, and analytics to gain valuable insights. Discussions on infrastructure and analytics are extensively elaborated in the next chapters. In the following subsection an overview of a selective array of different types of social media is provided. 1.2.2 Types of social data services Social data in general can be generated from a set of web-enabled portals and applications that facilitates the process of creating, editing, disseminating various types of user-generated contents [32, 33]. The following are examples of these social services. Online Social Networks (OSNs): OSNs such as Facebook®, Twitter®, LiveBoon®, Orkut®, Pinterest®, Vine®, Tumblr®, Google Plus®, Instagram ® etc, are relevant sources of data for SBD which enable users to create, edit and share videos, photos, files
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